Last night myself and Lisa were watching the fourth episode of Remarkable Places to Eat, a BBC series with First Dates' Fred Sirieix, which sees him experiencing famous guest chef's fave places to eat in a certain city. It's been a wonderful series, a real celebration of the joy of food and eating, but last night, one particular section really resonated with me.

In the city of San Sebastian there's a place called Bar Nestor which is famous for its Tortillas — said to be the best Tortilla in the world. If you want a slice of these famed Tortillas — one only per person — you have to pop-in after midday and put your name down on the list. Each day people are disappointed when the list is full and they can't get a piece of the famed Tortilla.

Fred asked the owner and maker of the Tortilla, how many do you make? He replied "2".

Fred then asked him, "Why don't you make more than two?" A reasonable question considering how popular they seemingly are. His reply was simple and brilliant — "I don't want to".

Here was a person who was happy with how he did things. He wasn't compelled by market forces like many are to ramp up production to meet the demand. No. He just wanted to make two Tortillas. And that's exactly what he did. How I wish more of the world was like this.